Ireland is rated highly as a tourist destination by overseas visitors. A survey of non-Irish holidaymakers to Ireland conducted by Bord Fáilte in 1997 found that Ireland rated highly in terms of the quality of the scenery, the friendliness and hospitality of the people, the relaxed pace of life and the natural, unspoilt environment. These results are underlined by the fact that tourism growth between 1990 and 1997 was substantially higher than the average achieved by world tourism, especially European tourism. In that period, Ireland returned annual average growth rates of 7 per cent per annum for overseas visitor arrivals and 10 per cent for visitor receipts, compared with annual average increases of 4 per cent and 7 per cent respectively for world tourism arrivals and receipts and 4 per cent and 6 per cent for European.
The potential for continued tourism growth remains strong provided a balance is maintained between the key drivers of quality, quantity and price. Assuming investment in tourism is correctly targeted, Bord Fáilte predicts average growth of 6 per cent per annum for tourist numbers and 9 per cent for revenue can be achieved between now and 2003.
Maintaining our positive image as an international tourist destination also requires that we protect and enhance those attributes for which we are highly rated and that we act to improve on certain areas where Ireland's image is not secure. Preserving the quality of our natural environment is fundamental to Ireland's appeal, while improvements in product quality, continuing investment in road and signposting and a commitment to ensuring good value for money are also critical. Improvements in the area of customer service will play an essential part in maintaining our reputation for hospitality.